Are you still saying you are doing weibo marketing?

If you observe carefully, you will find that the number of official and large-sized forwards on Weibo has dropped from hundreds to single-digit. An industry insider or even a joke: today I am doing weibo marketing, and I am afraid to go out! What's more, there are concerns

If you observe carefully, you will find that the number of official and large-sized forwards on Weibo has dropped from hundreds to single-digit. An industry insider or even a joke: today I am doing weibo marketing, and I am afraid to go out! What's more, some people worry: Will Weibo end the same way next year?

Last year, the voice of a master training course was still lingering: "If companies do not pay attention to weibo marketing, they will be eliminated by The Times !" -- However, today, weibo marketing has not been eliminated by enterprises! Why is it so cool?

Master, if you are not so full, if you are more professional, if you have a higher internet conscience, you should say: enterprises should adapt to the development of the times, start to pay attention to mobile marketing! Remember, it's not weibo marketing, it's not marketing, but mobile marketing. The so-called mobile marketing is a new marketing method oriented to the mobile Internet era, covering Weibo, clients, and browsers. regardless of how products are iterated, mobile marketing is always called!

Next, experts, please give the company the following suggestions:

First, Weibo is only one channel, and marketing channels cannot be generalized.

Second, mobile marketing is in the ascendant. we must keep up with it, but do not rush to seek success. we must not ignore traditional marketing channels.

Third: Do not be fooled by the so-called Masters, stick to the basic principles of marketing, and review the marketing layout of enterprises.

In this case, do not say "you are not my training target" to anyone who has not asked you to perform Weibo operations. You can operate on behalf of others, but you cannot replace others' thinking. Because enterprise cognition is the future of mobile Internet, it is just a game dream for Masters to add powder and forward on Weibo!

I. Understanding the channel trends in the mobile age

First, we should regard mobile marketing as the main marketing channel for the 90 s, because it takes about five years for mobile marketing to basically mature. At present, the platform is basically established: mainly in the Android and Apple camps, and the operating system is also established. The technical solution is in the fast iteration stage, so you saw the dominant position in Weibo the year before. last year, you saw the dominant position, and the industry had to argue: APP or HTML5?

Then you need to realize the impact of this new channel on traditional channels and traditional Internet channels-the decentralization of channels becomes more and more obvious! It should be realized that: do not regard any new channel as the only channel; do not abandon old channels because of new channels; enterprises should learn to integrate channels.

2. understanding channel risks in the mobile age

New channels will certainly bring new problems. The current marketing problems are as follows:

√ The content is becoming increasingly fragmented. in the past, when the CCTV bidding King was able to complete full coverage, you could not find such a method if you had money.

√ More and more independent users, making it increasingly difficult to grasp the time and space contacts. That is to say, marketers need to consider the tools used by users to obtain information and at which point.

√ Direct connection between brand deployment and fragmented channels is becoming more and more important. Marketing in the past can be cut-you are responsible for newspapers, and he is responsible for TV. what about now? Any link that does not work collaboratively may have an accident!

√ The distance between pre-sales and after-sales services is getting shorter and shorter. In the face of Weibo, can you really distinguish between pre-sales and after-sales?

3. Understanding the essence of marketing channels

To sum up, the characteristics of the so-called mobile marketing are theoretically multi-channel, data-based, individualized, socialized, and fragmented.

In other words, you need to consider the following issues:

1. what kind of people are your users?

2. what network tools are they used? -- Traditional media or new media? PC system or mobile phone? Which websites are available on the PC? Will mobile phones use apps, Weibo, or?

3. how can I obtain user information after reaching the user? How to sort information? How to use data? How can we increase the data conversion rate?

4. for different users, for different individuals with the same positioning, and for different living habits of individuals, how can we obtain appropriate, comprehensive, profound, and interactive contact points and methods?

5. how to interact with your users? How to deeply interact? How to obtain viscosity or loyalty? How to get word of mouth spread? -- All this requires a story.

6. how do you analyze and locate the proportion of channels in the face of complicated and diversified fragmented channels? How to collaborate between channels-spatial collaboration and event collaboration? How to obtain, cultivate, and manage professionals from various channels?

Today's marketing manager is a director!

This is mobile marketing. it is not weibo marketing, it is weibo marketing, it is marketing, it is an assembly of all marketing methods on mobile platforms! OK. I used to say that I am a weibo marketing student. after reading this article, I changed my vest and went out. come back! -- You are doing mobile marketing now!